Digital Marketing Practices Trending Now

Chris Hallisey, Head Of E-Commerce, Aw Chang Corporation

Chris Hallisey, Head Of E-Commerce, Aw Chang Corporation

I’m a seasoned E-commerce professional with a track record of driving growth and optimizing digital experiences. Currently at AW Chang Corporation, I currently manage multiple web storefronts, oversee merchandising and homepage optimization, strategize Email & SMS campaigns, and collaborate with developers to enhance website features and conversion rates. I’ve gained valuable experience worldwide, from London to Dubai and now in New York, collaborating with diverse brands, from startups to established companies. I bring a wealth of cross-cultural insights and best practices to create a thriving work environment.

This article is based on an interview between APAC CIOoutlook and Chris Hallisey, head of e-commerce at AW Chang Corporation, discusses the latest practices in the digital marketing space.

As the head of e-commerce at AW Chang Corporation, what notable industry trends have you observed in 2023 that are shaping the e-commerce and digital marketing landscape in the retail sector?

The biggest trends I am noticing in the retail sector are the shift in brand authenticity and your customers, who will invariably turn out to be your future brand advocates. When looking to promote your brand from scratch or enlighten existing customers about your brand, being true to your brand and having authentic content creators is the key to long-term success.

In the apparel industry specifically, I think there is a shift in the raw materials used in production to be as sustainable and eco-friendly as possible. I feel like brands are trying to make conscious decisions to help the environment. At AW Chang Corporation, our fabric mill is powered by a hybrid energy system consisting of 1550 solar panels and we recently launched our Con.Struct Green Collection from our Con.Struct brand, which is made from recycled polyester.

There has also been an increase in augmented reality technologies throughout the online purchasing journey, where you are able to gauge your size and get a better feel for how your items will look on you prior to receiving the real items, and this is something we are intrigued about testing the waters in.

Purchasing behavior is getting shorter and shorter, so messaging needs to be more concise and the ease of purchase needs to continue to be at the forefront of all online retailers. Whether it’s a live streaming video shopping promotion, through your social channels, or on your homepage – you need to make ease of use and interaction at the top of your mind.

Finally, I can’t ignore the elephant in the room regarding AI when thinking about the digital landscape. There is a lot out there, some incredibly useful, some amazingly time efficient, and some fully aligned to support your company or brand, but some potential bumps, and you need to control the narrative of AI. Understand your pain points, understand your strategy, then look at your options and make sure it is right for your company.

There are many options out there, so being patient and making sure the fit is right for you, is the key to integrating AI. My sole focus is encouraging the E-comm team to test out these channels and feel free to come up with AI suggestions, and then we discuss what the best fit is for us and move on from there.

In the context of e-commerce and digital marketing, what are the current challenges faced by companies in the retail industry when implementing new technologies and driving customer reach and connection?

The logistical implications of covid are still impacting many retailers, but we feel like this chapter is finally closing. With that in mind, costs and budgets are still central to any implementation decisions. We are a lot more conscious of overheads and inventory, so any implementation will require the right returns.

Implementing new technologies with old legacy systems is always a challenge. Understanding that this is not a quick fix and considerable QA needs to happen before making the change is both frustrating and necessary.

Simplicity and focus on your homepage

Also, strategy is the key – without a clear focus in place, wasted efforts and resources are common pitfalls, so having a comprehensive plan that aligns with business goals is a great foundation for success in the future.

Considering your experience in managing multiple web storefronts, what strategies or initiatives can be employed by companies in the retail sector to overcome challenges and effectively integrate digital technologies into their e-commerce processe

There are no real secrets here. When managing multiple web storefronts and multiple brands, understanding each target audience is going to be different and receptive to different promotions and collections is part of the learning process. The more you can understand your audience through collating firstparty data, the easier it is to market to that audience and make your efforts more efficient and successful.

Being organized and structured in campaigns for product launches and promotions will help align all marketing channels together and ensure your website is ready to support each message to reinforce that consistent message.

Regarding digital technologies supporting multiple web storefronts, I believe less is more can be very advantageous. The ability to use a single account with multiple brands under it can be both time efficient and far more effective. We’re in the process of consolidating our email and SMS channels under one account and doing the same for our loyalty programs. Despite being a higher cost than basic individual accounts, it allows you to copy strategies (once tested), reuse best practices, allow for cross-brand collaboration, and make the test, learn, and implementation far easier and more beneficial in the long run.

What valuable advice would you like to offer to your industry peers and other senior leaders in the e-commerce sector looking to boost customer conversions and revenue targets?

Simplicity and focus on your homepage. In all web storefronts, the use of mobile purchases continues to grow in disparity from desktop (not to ignore this mode), so your primary focus should be what the homepage of your site looks like on a mobile device. Is it easy to find your best sellers? Is it easy to see the product, price, key selling attributes, and ease of purchase?

Then I would say looking to test and learn at a fast pace and implement changes accordingly. Whether using a marketing agency or just running internal tests – understanding what you are trying to test and optimize and how this will align with your overall company goals will only make the team’s working ethic more aligned and higher performing.

Finally, I would say looking after your customer as best as possible is the key to your long-term success. Doing the right thing by them will only benefit you in the long run. The initial hit on revenue to offer a refund or redeem an expired promo code will only lead to strengthening your brand position in their mind, and they will share with friends and family, which is always the best referral in the game, and you have a brand advocate for life.